Melon Corporate Blog
Full Outsourced vs Self Serviced Email Marketing Solutions
When a lot of businesses (both corporate and SME) consider using an email marketing service, there are two key options they are faced with: Full Outsourced Solutions and Self Serviced Solutions.
A self serviced solution is when a business is given access to a system and a person or team is tasked with developing newsletters and EDMs (Electronic Direct Mail) internally. This is achieved from using the system WYSIWYG editor or other HTML editing software.
This option is usually the cheaper option.
Depending on how robust and user friendly the system is along with the competency of employees (lets face it – we're not all email savvy!), this option could potentially be more time intensive then having someone else do it for you. From that perspective it could also work out more expensive based on how much time your staff need to invest in getting it off the ground.
On the plus side you have full control over your emails and the flexibility to change and update content when it suits you.
Full outsourced solutions are handled by an agency with minimal supervision from the client.
This option tasks agencies to take care of everything from uploading and managing database contacts, design concepts, email building (using HTML and/or limited CSS), link checking, image web optimisation, content optimisation for SPAM filters, managing the delivery process (sending out at the appropriate time of day to ensure maximum database response) and analysis of statistics such as open rates, bounce rates, CTR (Click Through Rate), unsubscribe rates and how many users forwarded the email on to friends.
The downsides are the initial upfront costs of using agency services and also the flexibility of adding and removing content (no matter how efficient an agency is, there is always a turn around time).
Choosing which option is best for your business depends on a number of things:
- Do you have the expertise in your business to handle email marketing?
- Do you have the time and money to train your staff to use a new system?
- Are you looking to implement email marketing as a long term strategic sales tool?
- Do you value consultative collaboration with email marketing gurus?
It's always a good idea to do your research when choosing a new supplier, so you know exactly what your needs are before speaking to anyone. That way you ensure that you find a solution that best fits your business and you don't get caught up in the sales hype.
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Comments - oldest entries appear first, most recent entries at the end.
Both of these options seem fair and I personally would go for the fully-outsourced because i know my strengths and it is not computers, however in today’s day and age a majority of the population could use the self service solution, so personal preference and the amount of time you have willing to spend is probably the the two main aspects of choosing.
By Sarah Kaley on 24 01 2008
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